In the survey, males were more likely to say they check HD channels first when turning on their TV (48 percent to 19 percent for females.)

Males also were more likely to choose HD over standard-def when a program is available in both formats at the same time (Males: 58 percent to females 41 percent.) And 42 percent of males say they usually notice if a commercial is not in HD, compared to 20 percent of females.

Thirty-six percent of males are more likely to pay attention to the commercial if it's in HD, compared to 26 percent of females.

But the data did show that women are more likely to say that a HD commercial is "relevant to your needs and interests" by a margin of 42 percent to 31 percent for males.

"Viewing of high definition programming is becoming more frequent, including program types - such as how-to and news - we wouldn't have associated with HD a few years ago," said David Tice, Vice President and Group Account Director, Knowledge Networks.  "This sends a message to advertisers that HD is becoming the new norm for those with HD access across all program types.  An important learning for companies targeting products to men - who are more likely to seek out HD programming and to recognize the difference between standard and high-definition ads - is that creating advertising that is more relevant to the male audience could make you stand out from the HD crowd."

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Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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